Speaker sees bright future for local ad agencies

Several weeks ago, I moderated a panel on the future of advertising in the Capital District, a program sponsored by the local chapter of American Women in Radio and Television.

This year's program was billed as a sequel to a similar panel discussion in 1995, where virtually everyone bemoaned the problems of the region's advertising industry. Major agencies had closed, layoffs of personnel were rampant, the job market was virtually non-existent and clients were not spending money.

During 1996, advertising spending remained about the same as last year, or maybe even down a smidgen. One- and two-person agencies had been formed from the wreckage of the previous year and the new boutiques fought with each other for clients, dollars and survival, while looking for that special niche to fill. There appeared to be little reason for enthusiasm.

Yet, one of the largest, most enthusiastic breakfast crowds I've seen for a local advertising program filled the room for AWRT's program. And, with apologies to the other panelists, I have to say the major attraction for the crowd was one person--Eric Mower.

Mower is president and chief executive officer of Eric Mower & Associates, the large, aggressive and award-winning communications firm that just days before had opened its office in this market after years of experience in Syracuse, Rochester and Buffalo.

Mower's move here had created many questions and just as many fears, if not more. In the days before the program, I talked to perhaps a dozen local advertising and public relations professionals. Most were concerned for the health of their firms and others locally, fearful that even more local businesses would be hurt by the new presence. After all, Eric Mower & Associates is one of the largest 100 marketing communications firms in the country.

Some of those concerns and fears were on the minds of the more than 100 people at the breakfast meeting when it began. But, as I listened to Mower speak, I watched local ad people experience something different than what they had expected. I saw expressions change from beaten to belief.

Mower expressed faith in this community. He talked about the talent of people here and questioned why this market was not a destination market for those who seek advertising and marketing communications expertise. He asked why advertisers skipped over the Capital District and went to the Hudson Valley, to Boston and to New York City for creativity and production and copy and talent when it was here--right here.

He talked about why he and his firm were here, and said they wouldn't be here without confidence in the community. He spoke with confidence in the region's ability to support his firm and others, in its capacity to attract new business. And, he said, as business grew for his firm, it would grow for others, as well.

Mower spoke about how his firm had expanded into Buffalo, and then Rochester, and how the firm had been considered the "outsider." But he also talked about how they had become part of each of those communities and that he planned to become part of this one, too.

Mower assured people that he and the firm are here for the long haul, because this community can support not only his firm, but others, too, because there is business here and other business can be brought here, too.

And I watched, amazed, as the expressions of my friends and colleagues changed. From challenge to acceptance. From concern to a new commitment. From fear to joy.

In less than 60 minutes, I believe that Eric Mower did something I thought might be impossible. He took the psyche of this communications community--if not everyone, then at least most of those at that meeting--and he yanked it around 180 degrees.

I heard, for the first time in many months, nothing but positive comments from those at the meeting about the potential for the new year. I heard, from even the most negative, at least a guarded optimism. And, from most, there was laughter about what might be.

Yes, it's been a few weeks since that meeting. But I doubt that anyone at the meeting has forgotten the positive message about us that Mower provided.

I certainly haven't. And I thought that sharing that message with you in this issue might serve as a fine holiday present and an appropriate beginning to the new year.

Celebrate! And enjoy.

Dingbats and bullets/People:
Thom Gonyeau, a gentleman who is extremely active in the communications community as a leader and a "do-er," has earned a promotion to general manager at Mountain View Productions. A nine-year vet at Mountain View, Gonyeau has been a producer at the film/TV production company. Now, he will assist president Jim Tusty with the day-to-day operations of the firm. Gonyeau is a graduate of the public communications program at The College of Saint Rose...Jim Sciancalepore has joined Media Logic as associate creative director. Immediately prior to accepting his new position, he was creative director at BFG Communications. He also has labored for Partners Meany locally. He earned his bachelor's degree from LeMoyne College and a master's from the State University at Albany.
Clients:
Wolkcas Communications Group and Sawchuk, Brown Associates have been selected to develop an integrated marketing program for the New York Press Association, an organization of some 700 community newspapers that is the second oldest such organization in the country.
Awards and honors:
Jon Pierce, vice president of Sawchuk, Brown Associates, has earned a Presidential Citation from the Public Relations Society of America for revitalizing the Capital Region chapter of PRSA. In its first year, the chapter was cited as the fastest growing in the country.
Calendar notes:
If you happen to be in Portland, Maine, between now and Jan. 31, 1997, head for the Portland Museum of Art. There you'll find The Faces of AIDS, a 22-photograph exhibit by Will Faller, a photographer active in the local market. Faller's photos portray HIV-infected adults and children who live in the Rio Grande Valley of Texas.
Other:
WTEN/Channel 10 and WGY-AM have joined forces to enhance each other's news programming and community presence. Each station will have exclusive rights to rebroadcast parts of interviews or stories covered by the other station, with each receiving on-air credit for their effort. The stations also will work together on important community projects, according to news directors Don Decker (WTEN) and Chuck Custer (WGY)...WRGB/Channel 6 saw great success again from its Coats for Kids program. This year, area residents donated more than 14,000 coats to help children in their communities whose families need extra help.